Ferrero strengthens range with Tic Tac Intense Mint

  • Ferrero is introducing a new flavour to Tic Tac’s core range, Intense Mint, which will replace Mint Rush and more clearly differentiates the SKU from Fresh Mint
  • Intense Mint appeals to shoppers looking for ‘refreshment’ and hits third-biggest flavour territory – extra-strong mint
  • The launch will be part of a £1m brand campaign across multiple channels

Ferrero is introducing a new product to its Tic Tac range, with ‘Intense Mint’ set to appeal to consumers demanding an extra-strong mint, the third-most popular flavour[1] territory in the category. As part of the launch, Intense Mint will feature alongside the rest of the core Tic Tac range in a multi-channel brand campaign, with the new flavour being highlighted to generate more interest.

The extra-strong flavour in Tic Tac Intense Mint clearly differentiates the new product from the ever-present Fresh Mint product, while also capitalising on the number one requirement of shoppers in this category, ‘refreshment’[2]. The bold blue colour of the pill will help the product to stand out on shelf, making it an eye-catching option for impulse purchases in store.

A multi-channel campaign, worth £1m and including the core Tic Tac range, will be running in conjunction with the launch of Intense Mint. Live from September, the campaign marks the reappearance of Mr Tic Tac from earlier this year, featuring across TV, Video-on-Demand and social media. The introduction of the ‘Open Up’ campaign this summer had an immediate impact on sales, driving the brand back in to growth. A +2.2% volume uplift on the core range, featured in the ad, helped Tic Tac grow its overall share of the pocket confectionery market by +0.2%[3].

The ongoing ‘Open Up’ campaign will be further amplified in store, with support in the form of new assets and prefilled units to enable retailers to stock Intense Mint alongside the core range and make the most of the interest created by the campaign. The timing of the campaign also capitalises on the rise in popularity of Tic Tac, which has seen an increase of buyers by +2.7% year on year[4].

Levi Boorer, Customer Development Director, comments: “We are always looking at how we can extend the reach of the Tic Tac range, and the introduction of Intense Mint provides an appealing option in a key part of the market. There are three key flavour territories in the category and we have strong, differentiated products for each. The variety of our products, supported by the wider campaign, will help continue to grow people’s love for Tic Tac and drive greater sales across the range.”

Retailers are invited to order their in-store display solutions from Ferrero’s dedicated trade website, www.yourperfectstore.co.uk.

The Tic Tac core range includes: Fresh Mint, Lime & Orange, Strawberry Fields and Intense Mint (NEW). All will feature in the multi-brand campaign, running throughout September for four weeks.

For further retailer information and advice please visit Ferrero’s trade website www.yourperfectstore.co.uk

or call Ferrero UK Limited on 0208 869 4000. 

ABOUT FERRERO

Present in the UK since 1966, Ferrero is a leading family-owned global company. Ferrero is the fourth-largest player in the global confectionery market (FT, 2015) and its unique and iconic brands are well-loved throughout the UK.  Ferrero’s brand portfolio includes: Nutella; 400g is the UK’s No.1 selling spread SKU[5]; Ferrero Rocher, the UK’s no.2 classic boxed chocolate brand[6]; tic tac, the no.5 pocket confectionery brand[7]; Kinder, the no.3 kids confectionery brand[8]; Kinder Bueno, a top 10 countline brand[9], and most recently Thorntons, Britain’s much-loved chocolate manufacturer and retailer.  The success of each brand is based on quality products which are carefully crafted and supported with significant investment, to deliver great tastes for customers and strong profits for retailers.

Ferrero’s multi-million pound acquisition of Thorntons in 2015 is part of its continued investment in the competitive UK market. The transaction brought together two highly complementary businesses that share the same passion for innovative brand growth, underpinned by a proud heritage with drive and culture built upon family foundations. Ferrero is committed to building a strong and sustainable company that will continue to surprise and delight consumers with high quality confectionery products and experiences.

[1] Nielsen, Pocket Sugar, Value Sales MAT w.e. 30.12.17

[2] Visuality Consumer Research, Total Confectionery, December 2016

[3] Nielsen, Total Sugar, 4we 09 June 2018

[4] Kantar Worldpanel, Total Sugar Confectionery, MAT 17.06.18

[5] Nielsen Scantrack, Total Spreads, Total Coverage, MAT to 14.07.18 based on Value Sales

[6] Nielsen Scantrack, Classic Boxed Chocolate (Boxed excluding Twistwraps), Total Coverage, MAT to 14.07.18 based on Value Sales

[7] Nielsen, ScanTrack, Pocket Confectionery, Total Coverage, MAT to 14.07.18 based on Value Sales

[8] Nielsen Scantrack, Total Kids Confectionery, Total coverage, MAT to 14.07.18 based on Value Sales

[9] Nielsen, Chocolate  Countlines, Total Coverage, MAT to 14.07.18 based on Value Sales (ranked 8th)